By Amy Looker, editor National Liquor News
Midori is set to receive a fresh new look this summer thanks to a new bottle design that also includes changes to the cap and label.
Released to coincide with its ‘Best Mixed with Summer’ campaign, the revamped bottle is the result of extensive consumer research which brand manager, Maria-Teresa Jones says will reignite the brand’s vibrant personality in time for the warmer months.
“Midori embodies the spirit of summer with its refreshing melon taste and we’re excited by its fun, modern and fresh redesign,” said Jones.
“This is just the start of an exciting chapter for Midori, and we’re looking forward to a successful summer and beyond as consumers rediscover the reinvigorated Midori.”
The bottle features a new neck label reading ‘Melon Liqueur’, while the bottle cap has been given a refined and modern new look with a matt finish.
The Midori ‘M’ logo has also been updated with a contemporary design that stands bold against a black background, giving it a more iconic and recognisable edge.
Further complementing the bottle redesign, Midori’s sugar content has been slightly reduced to enhance Midori’s natural melon flavour without impacting on its taste or versatility in cocktails.
Supporting the relaunch will be a 500ml Christmas glass pack, which will be available in selected independent retailers nationwide.
Featuring the new frosted bottle, the gift pack also includes two frosted highball glasses with an RRP of $24.99.